Audiences recently have a strong aversion to traditional advertisements and subsequently move away from it, which is responsible for the contraction of commercial ads market. Product placement, a non-mandatory way of information spreading, has n...
Audiences recently have a strong aversion to traditional advertisements and subsequently move away from it, which is responsible for the contraction of commercial ads market. Product placement, a non-mandatory way of information spreading, has now been widely used in a number of TV programs, such as films, TV dramas and variety shows, and also has drawn public attention. Many enterprises have recognized that product placement plays an important role in advertising and publicizing.
Currently, Product placement in Korean dramas brings massive benefits and profits to Korean enterprises, and also helps Korean products to enter China’s and international market. Chinese audiences particularly have expressed affection towards product placement that appeared in Korean dramas and variety shows. On the contrary, China’s product placement seems offensive to audiences. In order to understand the causes for such kind of affections and aversions, this study will focus on the difference of product placement strategies between China and Korea as well as audiences’ cognition in both countries.
The study is conducted mainly in two phases, To start with, the study will choose three TV series which can represent China and Korea respectively, so that we can get hold of product category and placement modality. Next，the second round of questionnaire will be concentrating on audiences’ awareness of Chinese and Korean TV series.
As a result, the length of product placement in Chinese TV series is longer than that of Korean TV series, but there is not too much difference in terms of its frequency. Speaking of placement modality, the two both give priority to prop and background placement, while Chinese TV series also focus on lines placement.
Based on the results of content analysis above, I chose Chinese audiences as sample individuals to conduct research. To conclude, we noticed that Chinese audiences favor Korean TV series and in general are interested in the products that are placed in Korean TV series. Therefore, we need to rethink profoundly about the means of product placement.
China has not yet recognized the importance of product placement expressing method and strategies, and the academic research on this subject is not sufficient. Hopefully, this study can provide some different point of view to future researchers. Besides, this study compares expressing methods, placement modality in Chinese and Korean TV series as well as audiences’ recognition, in order to improve using strategies of product placement in the two countries.
最近，由于受众对媒体广告的反感抗拒和逃离使得国际传统商业广告市场萎缩，在这种情况下植入广告这种非强制性的信息传播方式受到了瞩目。现在已经被活用在电影，电视剧，综艺...
最近，由于受众对媒体广告的反感抗拒和逃离使得国际传统商业广告市场萎缩，在这种情况下植入广告这种非强制性的信息传播方式受到了瞩目。现在已经被活用在电影，电视剧，韩语论文范文，综艺节目等多样的电视节目中。很多公司已经认识到植入广告是重要的广告手段和宣传手段。
现在， 韩剧的植入广告为韩国公司和韩国产品进军中国和海外带来了极大帮助。特别是中国观众对韩剧及综艺节目中展示的植入广告方式及表现措施抱有好感。 但是在中国由于植入广告的植入方式使用不当引起了受众的反感和不愉快,本探讨为了了解此种好感和反感出于怎样的原因而产生，将对韩剧和中国电视剧的植入广告战略及受众认识有怎样的异同进行了探讨。
本探讨大体由两个部分组成。首先，韩语论文网站，为了了解电视剧植入广告的植入策略本探讨选取中韩两国具有代表性地电视剧各3部，试图通过略论具体内容对其中的植入广告植入形式和植入产品类型进行把握。接下来，为了了解中国观众对两国电视剧植入广告认识的异同本探讨进行了对于对两国电视剧认知度，好感度的问卷调查并将进行结果略论。
结果显示，中国电视剧植入广告出现时间长度虽然比韩国长，但是在出现频率上两国并没有太大异同。在植入类型方面两国都以道具植入，背景植入为主。中国电视剧中特别是台词植入这种植入方式使用的比较多。
以上述内容略论的结果为基础进行的对于对电视剧植入广告认识的探讨,以中国观众为调查对象进行了调查略论。通过本探讨的结果，我们了解到与中国电视剧相比中国观众普遍对韩剧更加有好感。对韩剧植入产品感兴趣并有强烈的购买意图。所以我们通过此探讨结果我们认识到关于中国电视剧植入广告的表现方式和植入方式需要急切的思考。
由于中国到现在为止对植入广告的表现方式和植入策略重要性的认识还不足，关于这一主题进行的学术性的深层的探讨也不多,所以从这一视角出发进行探讨希望为今后的探讨者提供更有趣的视角。本探讨明确的比较了中韩两国的电视剧植入广告表现方式，植入方式和受众的认识异同，关于两国植入广告的使用策略的改善有一定意义。
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